Shrewsbury company takes trade shows to new heights

James Burke and Ken Karns are the principals at Elevation Exhibits & Events in Shrewsbury.

By Anthony C. Fireman/Daily News correspondent

MetroWest Daily News, Framingham, MA

By Anthony C. Fireman/Daily News correspondent

Posted Apr. 22, 2013 at 12:01 AM
Updated Apr 22, 2013 at 10:04 PM

By Anthony C. Fireman/Daily News correspondent

Posted Apr. 22, 2013 at 12:01 AM
Updated Apr 22, 2013 at 10:04 PM

SHREWSBURY

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When it comes to a trade show, one thing is virtually a given: If you build it, they will come.

Trade shows are a gathering of the who's who of an industry. These events allow businesses to demonstrate and sell their latest and greatest products to new and existing costumers and consumers alike.

Just about every industry has one, whether it be for sneakers, finance, consumer electronics or even concrete.

With the concrete show, "it’s anything that has to do with building materials, which involves heavy equipment, including trucks," says James Burke, founder and a principal of Elevation Exhibits & Events in Shrewsbury.

He continues. "They take up the entire city of Las Vegas."

Burke and his partner Ken Karns, who is also a principal and the company's president, have nearly 50 years of combined experience in booth design, construction and marketing. Since Elevation's specialty is using 3D designs, the company can take your booth to new heights.

"We use the design to create a marketing experience," says Karns. "It's a face-to-face environment where clients can communicate their brand to their prospective customers."

Burke continues, "A 3D design is an architectural environment that allows our clients to engage and educate their visitors about their product through media, imagery and live demonstration."

Elevation is meticulous in its craft. The company works to make sure that every detail is exactly as the client wants it from product displays to Jumbotrons in order to wow their customers.

As far as materials go, the Elevation team can use resins, plexiglass and laminate, too.

"Your graphics can be made with printed fabric, sintra or rear-illuminated light boxes," says Karns.

In addition, Elevation can help you outfit your space no matter its size.

"It can be 10-by-10 or over 200 square feet," says Burke.

Then again, the larger the booth the costlier it can be. Ergo, to save every dollar, you can rent a shell that Elevation stores in-house and then overlay it with your choice of décor and finishes.

That said, prices are hard to determine because each assignment is heterogeneous.

"If you have $10, we will create something for you," says Burke. "Yet, each project is so specific that prices truly vary."

Moreover, Elevation will manage all of the travel and set-up particulars once the booth leaves its warehouse. These prices are typically separate from the cost of the booth.

"We offer a turnkey solution to handle all of the logistics, including transportation, installation, dismantle and electrical work for the booth, too," says Burke.

Beyond booths, Elevation also designs lobbies, exhibits and businesses, including the Christa McAuliffe Center, a children's math and science learning institution at Framingham State University.

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The company is also associated with a high-caliber clientèle such as Salvatore Ferragamo, a luxury goods maker and manufacturer based in Florence, Italy. Elevation designed its Fifth Avenue retail shop in New York City.

Yet, no matter if it's a store or a design firm, Burke and Karns will tell you building a business isn't easy. They will tell you successful enterprises need a vision, ingenuity, financial discipline and, most important, creativity.

Burke's interest in the arts began in his childhood and remains an important part of his life.

During his college years from 1980 until 1984, Burke worked for Busch Gardens as a portrait artist. He attended Virginia Commonwealth University in Richmond, Va.

"I never had a job that didn't involve the arts," says Burke.

Burke's first taste of the exhibit business came when he joined Access TCA Inc. in Whitinsville in 1989. Like Elevation, Access designs trade show booths.

Burke's career aspirations changed when Access sent him to the Industrial Design Awards in Santa Barbara, Calif. This show raises awareness about the importance of industrial design in both life and business. He went to support his client, Timex Group USA, headquartered in North Little Rock, Ark.

"Timex had a booth with a machine with one of those hooks you had to control to pick up whatever was below it," says Burke. "In this case it was Timex watches. I was out there to supervise the game."

As Burke watched the show, he realized this is the industry where he'd like to spend his time.

"Santa Barbara was the first taste of what these events were and that was fascinating to me," says Burke. "This event really got me excited about the industry. As soon as I walked in there I thought, 'Wow, this is a very cool life.'"

In 1990, Burke was asked to join Folio Inc. in Worcester as an exhibit designer. He was tasked with starting the graphic design department and slowly learned other facets of design and managing full-scale projects.

And while Burke was expanding his skill set at Folio, he was also expanding his professional and personal network. For example, he met Karns.

"We had remarkably similar lives," says Karns. "We were married with young children. We got along immediately even after Jim left the company before I did."

Karns is from Franklin, Pa. In 1989, he completed his masters in education at Baldwin-Wallace College in Berea, Ohio, and moved to Framingham to work at Framingham State College, now Framingham State University. For a year, he was an administrator for Corinne Hall Towers, a residential hall at the school.

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In 1986, Karns realized he wanted more control over his career.

"I wanted to find a commissioned-based sales position where I could be an entrepreneur and have unlimited income potential." says Karns. Hence, Folio offered him the perfect opportunity.

Karn's realized his own love of the trade show business in 1990 while working with Newton-based New England Development Inc. (NED). At the time, the project was the largest in Folio's history.

"NED is still a client with me at Elevation and I have now worked with them for over 20 years," says Karns.

In 2001, Folio was exhibiting signs it wouldn't survive - it didn't - so Karns started IN.O.EE Inc. (Innovative Original Exhibits and Events), also in Worcester. His firm administered the design, project management and sales for his clients needing trade show booths.

While Karns was starting his venture, Burke was in the midst of a few of his own.

In 1999, Burke left Folio for Exhibit Emporium in Northborough. One day, he arrived at the office to find the doors locked. The firm had folded.

But as those doors closed, another one opened. He and four other partners started Plainview LLC in Marlborough. However, when one of the partners passed away in 2006, the business dissolved so Burke decided to open Elevation that same year.

While his new enterprise was successful, he needed someone to concentrate on the post-sale logistics so he could focus on what he did best: design, sales and marketing.

Meanwhile, Karns' IN.O.EE was having its own growing pains.

"I always wanted to provide all the services, but the capital requirements were too high," says Karns. "Jim had the space and organization. When we merged in 2007 and added our sales volume to that which Jim already had, the business was solidified. It was a perfect synergy."

As far as the future, Burke and Karns will continue to focus on events and do so globally.

"We are going to be more aggressive on the international front," says Burke.

By the same token, Karns sees opportunities here at home.

"I believe it is likely that we will have additional locations in the United States within the next five years," says Karns. The company already operates a satellite office in Seattle.

Both men say Elevation's success or growth plans wouldn't be possible without a dynamic mix of their 45 employees.

"We don't have a product, we have our people," says Burke. "There isn't one person in the building who isn't as valuable as I am. Our organization is special because we offset youth with wisdom."

Karns continues, "The mixture of energetic youth with experienced people who are passionate about what they do is a powerful combination."

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Today, Elevation's future looks bright. Burke and Karns know the best is yet to come.

Burke says, "The best work is the work we do tomorrow."

The website for Elevation Exhibits & Events is www.elevationexhibits.com.